Uma nova perspectiva para a comunicação junto ao consumidor: a possibilidade da publicidade nativa

Abstract

The presente work aims to understand the possibility of a more spontaneous and authentic communication for brands, based on the concept of native advertising, which can be understood especially from the context of digital marketing, allowing an expansion in the communicational approach of a new consumer. For this, a methodology of qualitative bias is organized, which has its initial basis in biblioghaphical research. This theoretical basis comprises a chapter for an approach regarding marketing, its development phases, and also digital marketing, establishing relationships with the new consumer. Later are discussed the terms publicity and advertisement and the paths of advertising communication in search of authenticity, to finally presente a new horizon from the concept of native advertising. In the end, cases involving manifestations of native advertising detected in the current Brazilian advertising scenario are presented, from the perspective of contente analysis, seeking to organize categories of its possible manifestation. At the end of the study, the importance of this new perspective for advertising communication is undestood. It is a communication that is still very latente, but even so, it is effective when communicating with a new consumer who values communication in the digital environment. [resumo fornecido pelo autor]